Alternative Funding for Game Developers

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The document discusses alternative funding options for game developers to support user acquisition during game launches. It notes that while some games go viral with no promotion, most require spending on user acquisition. Traditional options like venture capital, publishers, or credit cards have limitations. The document introduces PollenVC as an alternative that provides daily funding based on sales, allowing developers to reinvest money directly into promotion while their game is performing well in order to acquire more users and lower their customer acquisition costs.

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1. ALTERNATIVE FUNDING FOR GAME DEVS GDC SAN FRANCISCO - FEB 2015

2. PollenVC - GDC San Francisco 2015 2 THE REALITY IS THAT YOU NEED TO SUPPORT YOUR GAME LAUNCH WITH PAID UA Everyone knows the stories about a few games that just go viral with no promotion. For the 99.9% of all other games and apps launched, it’s necessary to spend to acquire users.

3. 3 THE FUNDING GAP… LAUNCH You’re earning money from day 1 This is your money trapped in the payment system Apple Releases your cash PollenVC - GDC San Francisco 2015

4. PollenVC - GDC San Francisco 2015

5. 5 HOW DEVS FUND USER ACQUISITION Venture Capital Using equity financing from yourVC is expensive and dilutive (and they don’t like it…) Publisher The developer can’t afford to fund UA on their own so they look for a publisher and give up a rev share. Credit Card High growth or long tail developers don’t meet the credit parameters for ad networks, so relegated to pre-paying. Doesn’t work in high growth scenarios. Err… Not at all… So many times, the funding gap means that great apps and games never see the limelight as devs cannot afford to promote effectively. PollenVC - GDC San Francisco 2015

6. 6 MONETISATION ACQUISITION SUCCESS SUCCESS FORMULA PollenVC - GDC San Francisco 2015

7. 7 It’s not just the cash, it’s what you can do with it. 7 REINVEST DIRECTLY INTO PROMOTION ACQUIRE MORE USERS ACCESS FUNDING BASED ON DAILY SALES PollenVC - GDC San Francisco 2015

8. 8 TYPICAL LAUNCH SCENARIO DOWNLOADS LAUNCH Downloads PollenVC - GDC San Francisco 2015

9. 9 TYPICAL LAUNCH SCENARIO LAUNCH REVENUE Revenue PollenVC - GDC San Francisco 2015

10. 10 TYPICAL LAUNCH SCENARIO LAUNCH Fail to get credit with ad networks Can’t reinvest to acq more users You get paid by Apple DOWNLOADS REVENUE Revenue/Downloads PollenVC - GDC San Francisco 2015

11. 11 LOWER YOUR EFFECTIVE CPI BY REINVESTING WHEN YOU ARE RIDING HIGH… PollenVC - GDC San Francisco 2015

12. 12 YOUR GAME FUNDS ITS OWN UA PollenVC - GDC San Francisco 2015

13. THANK YOU @martinmacmillan

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